The firm has always worked with third parties, but is now looking to seriously strengthen its network of sellers in key categories, including toys.
A spokesman for Amazon said: "In a competitive business environment a lot of businesses big and small are looking to grow their online presence and using multiple e-commerce channels is often a key part of their strategy. One such channel which is becoming an increasingly important driver of sales and brand awareness for many businesses is Amazon Marketplace."
For a £25 monthly subscription, retailers that sign up not only benefit from exposure to Amazon’s huge customer base, they can also create as many listings as they want and then pay referral fees on actual sales.
Amazon itself takes care of all financial transactions, including payment and fraud protection.
For full details on the scheme, click here.